What is Coke Studio all about?Coke Studio is an initiative to bring music of different genres together in a mellifluous mélange by the world’s largest beverages company, Coca-Cola. Originally the concept of a Brazilian show called Estudio Coca-Cola, the idea was repurposed for the subcontinent with India and Pakistan having their own versions. The repertoire of musical mixes brought together Carnatic, Hindustani, Sufi music on the one hand, with pop, funk, jazz and rock. The end result was a cumulative range of songs that were curated on YouTube and shared via social media. As a brand, Coca Cola has pivoted around the exuberance of young age, that constantly engaged with music and it was this passion for music that became the central campaign idea. By partnering with MTV, a leading youth platform, they were targeting the right audience mix.